When [CX] Meets Beyonce
What Beyonce Taught Me About Customer Experience
A little over a week ago, I found myself at Soldier Field in Sec B2 Row 10 Seat 18. After a very long debate with myself, and my checking account, I bought one ticket to see Mrs. Knowles-Carter for the very first time (as a solo artist).
Even when the sky itself opened leaving me and my fellow Bey Hive besties drenched in rain and giggles, I had a feeling I was in the right place.
Goodbye to the press & curl. Sayonara to the work week. 再見to the hurdle of the day. Hello Me. I knew that Bey was going to grace that stage and impress my life rain or shine. My gut and my ticket said so. And that’s exactly what she did.
But, how did I know? How did the stadium of thousands have so much confidence in our concert experience despite the weather? I was immediately reminded of one of my latest reads with my book club buddy Jen, X: The Experience When Business Meets Design by Brian Solis. Thinking on the book’s focus on Experience, Beyonce and her team of mad geniuses have definitely made CX a priority.
Thinking more about Beyonce as an example of experience gone right, the revolving 60 ft screen at the Formation concert made the difference. At any point, even on my walk to the ladies room and to purchase paraphernalia, I could either see her performing or interact with video content during breaks. That screen allowed me to not worry about seeing the performance and provided am XL visual element that surpassed my daily interaction on social media.
At one point, Evelyn of the Internets, a popular YouTube creator, was featured on the building-sized screen. That large screen brought my personal, mobile experience on YouTube to life.
Then I thought about the stage itself, including the main platform, runway and Bey stage, which allowed for half of those with floor seats to get a front row experience. This setup has been noted as “one of the most complex stage designs that ever existed”. Even attention to smaller details such as the confetti at the tail end of “Party” evenly distributed across every part of Soldier Field stadium reminding us why we were there. And of course, I was blown away when the Bey stage turned into an ankle length pool evangelizing Beyonce and her dancers to walk (or twerk) on water.
The technology not only made the the show interactive, but blew me away. Brian shows metrics to prove that “good experience grab customers”
“55% of consumers are willing to recommend a company due to outstanding service, more so that product or price”
“85% would pay up to 5 percent more to ensure a superior customer service experience”
I am not sure how Beyonce and team handle customer experience strategy, but if I had to guess, they do not work in the silos that cause roadblocks in the customer journey. The Formation creatives must bring their most creative spirits and work together to continuously provide an impressionable experience city after city. If true, the Formation World Tour might just be a tangible case study for proving the ROI of successful Customer Experience design. The tour is pulling in millions in revenue for the tour to date, and reviews and ticket sales project a positive, upward trend.
Queen Bey has earned $61.54 million from the first 11 shows in her Formation World Tour, an astonishing amount for…www.kblx.com
MIAMI, FLORIDA - APRIL 27: In this handout photo provided by Parkwood Entertainment, Beyonce performs during the…www.forbes.com
Why is experience and design at the top of mind right now? My interaction as a consumer and adviser with brands at every stage of maturity proves customer experience strategy and design as absolutely crucial . It is a conversation that I have had often with Ad Thrill founder, Langston Hill, who is putting the finishing touches on a product where users get paid to watch and rate ads to provide customers with Marketing consumer data.
For founders like Langston, users have to trust the product or service they interact with in order to build a substantial subscriber base. As consumers and users we constantly interact with brands, products or services. We click on a website, open an application, read an article. Then by a mix of miracle and hard work, moments from content interaction form or change an impression about those brands, products or services. This impression makes or breaks businesses because it is the driver of conversions to sales. Which translates to revenue opportunities and hopefully, profitability. Beyonce has been in the game for two decades, so my positive Moment of Truth started way before I purchased my ticket to Formation World Tour.
Now it is automatic for me to pay attention to whatever makes me a repeat customer to all things Beyonce. HBO stream of Life is But a Dream? Check. iTunes purchase of Self-Titled? Check. New clothing line? I will consider it.
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The email notification that Tidal sent me the night that Lemonade dropped turned into a defining bonding moment. A couple hours later, I was cuddled up with my good friend Monica watching the 1 hour 5 minute and 50 second biopic-visual album-movie. Now I use Queen Bey meme references when promoting #Queensbrunch (named after my Mom not Bey) to my target audience on social media. Though I can’t trace the exact moment when Beyonce could pitch her dreams to me and achieve conversion without question, I am thankful that Bey has allowed for me to take note on some customer experience lessons. I walked away from that concert with a fistful of confetti, puffy hair, a new sweatshirt, and even more respect for the performer and business woman, Beyonce Knowles-Carter.